"Orwellian"??
I think that's a bit over the top. After all, communications/marketing managers in the corporate sector are getting just as astute about these little changes to search engine indexing and such. They are not trying to rewrite history, they are simply trying to make their bosses/corporations look better.
Marketing, pure and simple. Just because it's marketing politics people get all het up about it.
IMO (which is pretty politically naive), anyway.
Cheers
Mick